Research on the Intermittent Discontinuance Behavior of Online Video Community Users Based on the Theory of Psychological Resistance and Self-regulation
[Purpose/significance]Online video community is an important social platform,exploring the causes of intermittent discontinuance behavior of online video community users will help to create a sustainable and healthy digital media social environment,and provide reference for enterprises to improve products and protect the stock market.[Method/process]Based on the theory of psychological resistance and self-regulation,this study uses the stimulus-organism-response(S-O-R)framework to explore the important factors of intermittent discontinuance behavior of online video community users.[Result/conclusion]Different from previous experience,information overload and function overload do not significantly affect users'intermittent discontinuance behavior;information narrowing significantly affects users'psychological resistance and self-regulation tendency,and task conflict significantly affects users'self-regulation tendency;the intermittent discontinuance behavior of users can be divided into two stages,namely stimulus-organism-control stop and control stop-temporary stop.It is suggested that the online video community should focus on the research and development of push algorithm,search technology and analysis algorithm,alleviate the"cocoon effect",avoid making view counts the sole criterion,and improve the effectiveness of video information.
online video communityintermittent discontinuancepsychological reactanceself-regulation
万方数据
维普
